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Contact LotteLast updated 24 Sept 2026
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01Chapter
The idea, objective, timing and what we measure.
Campaign playbook · Autumn 2026
Everything partners and agencies need to launch Forma's new modular sofas and shelving — on every channel, in one voice. Live from 6 October 2026.
The idea
Most furniture is made to stay. Ours is made to move. The new Forma modular collection — sofas and shelving built from modules that click together — grows when your household grows, shrinks when it shrinks, and comes apart to fit up any stairwell in Amsterdam.
Made to move turns that product truth into a promise about life. Whatever moves you next — a new home, a new person, a new room — your furniture moves with you.
We don't sell sofas. We sell the next version of your living room.
Why we're doing this
Make Forma the name people think of when their life changes shape. Launch the modular collection, drive people to the online configurator and the showrooms, and sell modules — not just sofas.
Homes change faster than furniture. Our audience moves on average every four years — and most sofas don't fit through the next front door, let alone the next stage of life.
Timing
The campaign launches on Tuesday 6 October 2026 at 07:00 CET and runs until Monday 30 November. A one-week teaser on social goes first.
Social only. Close-ups of a single Signal module, no product names, no prices. Line: 'Something's about to move.'
Full roll-out: out-of-home in Amsterdam, Utrecht, Rotterdam and Antwerp, social, email, banners, showrooms and partner stores. Launch weekend in all showrooms: 10–11 Oct.
Audience stories: first flat, growing family, working from home. Retargeting towards the configurator. Partner retailers start in-store activation.
Retail push with the 'Add a module' offer: 15% off every extra module bought with a sofa. Offer ends Monday 30 Nov at 23:59.
Success
Four KPIs, reported every Monday in the campaign dashboard. Partners receive their own store figures every two weeks.
Impressions across out-of-home, social and display in the Netherlands and Flanders.
Aided brand awareness among 25–40-year-olds (brand tracker, December 2026 wave).
Configurator sessions, and 4,000 booked showroom visits.
Modules sold during the campaign; 30% of sofa orders include at least one extra module.
02Chapter
Who we talk to, what we promise and why they believe it.
Audience
25 to 40, living in cities in the Netherlands and Flanders. About to move, move in together or make room for a child. Design-minded, budget-aware, and renting as often as owning. Three people stand for them — tap a persona to meet them.
27 · starter, moving into her first flat in Amsterdam-Noord
I want a proper sofa — but I'm not carrying a three-seater up four flights for a flat I'll leave in two years.
34 · expecting their first child, Utrecht
The study becomes a nursery, the living room becomes everything else. Our sofa has to keep up.
31 · works from home in a one-bedroom flat, Antwerp
My living room is my office from nine to five. At seven it needs to feel like home again.
For city dwellers whose lives change shape faster than their homes, Forma is the modular furniture brand that grows, shrinks and moves with you — because every piece is built from modules that click together, fit through any door and last for many homes.
Message house
Every piece of content tells the proposition through one pillar. Pick the pillar that fits the moment and lead with one proof point — never all of them at once.
Proposition — Forma's modular sofas and shelving grow, shrink and move with you, so your home keeps up with your life.
Add a seat for a new housemate, a corner for movie nights, a shelf for the record collection. Proof points — 14 modules: seats, corners, chaise, ottoman and four shelf sizes — Add a module in 2 minutes, no tools — Seat modules from €695
Four flights of stairs, a narrow door, a borrowed car. Forma comes apart and comes along. Proof points — Every module fits through a 70 cm door — A three-seater fits in a hatchback, in five boxes — Free re-planning in the configurator after every move
Moving doesn't mean replacing. Forma is built for many homes, not one. Proof points — 10-year guarantee on every frame — Covers zip off, wash at 30 °C and are sold separately — FSC-certified birch; fabrics from 100% recycled PET — Take-back scheme for used modules
Audiences
Same campaign line, different moment. Use these as the starting point for targeting, captions and retailer conversations.
03Chapter
Campaign line, personality, copy examples and wording.
Campaign line
Three words that work in a headline, a hashtag and a sales conversation. It's about the furniture — it moves — and about the people who buy it: their lives move.
Always write it with a full stop. In the lockup, the full stop is the Signal module.
Never change, shorten or add words. No 'Made to move you', no 'Made 2 move'.
English materials use Made to move. — Dutch and Flemish materials use Gemaakt om te bewegen. It's an adaptation, not a translation, and never both in one layout.
In running text, the line appears once at most, preferably at the end.
Hashtags: #MadeToMove and #GemaaktOmTeBewegen.
Personality & tone
Forma talks like a friend with good taste who's helped you move twice. Short sentences, real situations, one smile per piece — never a joke at the customer's expense.
What this means: Short, confident statements and big type. We never whisper the line.
What this means: A smile in every piece — about the situation, never about the customer.
What this means: We know the numbers, but explain them like a friend would.
What this means: Familiar furniture, unexpected ideas: the module that moves.
What this means: Design for renters and first homes, not just for collectors.
We say it straight and keep it short. Verbs over adjectives.
'Add a seat. Lose a seat. Keep the sofa.'
But not: 'An innovative, flexible seating solution.'
We find the small, recognisable moment in a big life change.
'Fits up the stairs your landlord swore were wide enough.'
But not: 'LOL, moving is the worst!!'
Every claim earns its place with a number or a fact.
'Through a 70 cm door, in five boxes.'
But not: 'Incredibly easy to move.'
Copy examples
Approved copy you can use as is. Write new copy in the same rhythm: one situation, one proof, the line.
— New home. Same sofa. — One more seat. Same sofa. — Fits through the door. Every door. — Shelving that moves out when you do. — Your life changed shape. So can your sofa.
— Moving in together? Two sofas, one living room, zero arguments. Click them into one. #MadeToMove — Four flights of stairs, five boxes, one sofa. Ask us how. — Started with one seat in 2022. Now it's a corner sofa. Same modules.
Primary: Discover the collection Configurator: Build your own Showroom: Come sit, swap, rebuild Offer (17–30 Nov): Add a module, save 15% Always a verb first. No 'Click here', no 'Learn more'.
Wording
04Chapter
Lockup, colour, type, the shift, icons and photography.
Visual toolkit
The campaign borrows Forma's brand identity and adds one thing: movement. Ink Violet sets the stage, Lilac builds the furniture, and Signal marks the one module that just moved.
Lockup
The Forma wordmark sits on top of the campaign line. The full stop is a Signal module, lifted out of place — the campaign in one detail. Use the lockup once per layout; the wordmark alone is for where the lockup won't fit.
For screens: websites, apps, social media, presentations and email.
Digital or print? The three wordmark cards hold a file per colour mode — use the switch on each card. RGB is for screens, social and Office. CMYK is for offset and digital print: flyers, inserts, partner ads. Pantone (2685 C, or Black 6 C for one colour) is for spot-colour jobs where the violet must be exact: posters, signage, shop windows and anything screen-printed or embroidered.
Use the reversed version on Ink Violet.
Use the Ink Violet version on Mist, Lilac or Chalk.
On photography, place it on a calm area with enough contrast.
Use the black version for one-colour print and newspapers.Give it room: keep a clear space of x on every side.
Don't stretch, squash or redraw the wordmark or lockup.
Don't recolour it. Signal is for the module, never for the letters.
Don't rotate it. Only the module moves.
Don't place it on a busy background or pattern.
Don't add shadows, outlines, gradients or other effects.Colour
Four campaign colours and two neutrals. Click any value to copy it. Print values are for coated stock; check proofs against the Pantone swatch.
Proportions
Across a typical layout. Ink Violet carries the campaign; Signal stays well under 10%.
Contrast
Ratios are calculated live (WCAG 2.2). Body text needs at least 4.5:1, large text 3:1. Try the pairs with your own text.
The quick brown fox jumps over the lazy dog.
The quick brown fox jumps over the lazy dog.
The quick brown fox jumps over the lazy dog.
The quick brown fox jumps over the lazy dog.
The quick brown fox jumps over the lazy dog.
The quick brown fox jumps over the lazy dog.
The quick brown fox jumps over the lazy dog.
The quick brown fox jumps over the lazy dog.
Contrast is calculated with the WCAG 2.2 formula. AA: at least 4.5:1 for body text and 3:1 for large text (24 px, or 19 px bold); AAA: 7:1.
Signal is the colour of movement. It marks the one thing that moves — the module, the button, the new thing — and nothing else.
Two Signal elements per layout at most: the moved module and the call to action.
Never use it as a background for text blocks or for body copy.
Text on Signal is always Night (6.7:1). White on Signal fails contrast (2.5:1).
In print, use Pantone 1645 C for Signal on posters and in-store materials; CMYK is fine for flyers and inserts.
Typography
Two free Google Fonts, available to every partner. Syne gives the headlines their wide, slightly quirky character; Manrope keeps body copy calm and readable.
Campaign line and headlines. Sentence case, always with a full stop.
Good typography is invisible. It guides the eye from line to line, so readers stay with the story instead of the letters. Spacing between lines matters as much as the letters themselves.
Secondary headlines, product names, email titles. At least half the size of the display line.
Good typography is invisible. It guides the eye from line to line, so readers stay with the story instead of the letters. Spacing between lines matters as much as the letters themselves.
Body copy, captions, legal lines. Regular 16–18 px on screen, 9–11 pt in print.
Good typography is invisible. It guides the eye from line to line, so readers stay with the story instead of the letters. Spacing between lines matters as much as the letters themselves.
Eyebrows in caps. Buttons in sentence case, Night on Signal.
Good typography is invisible. It guides the eye from line to line, so readers stay with the story instead of the letters. Spacing between lines matters as much as the letters themselves.
Type scale
Sizes for screen at desktop width; scale everything down by the same factor for small formats. Keep this order: eyebrow, line, subhead, body, button.
Graphic device
Our one graphic device. A grid of soft modules, one of which has just moved: it leaves a dashed outline behind and carries a short Signal trail. Use it where there's no furniture to show — teasers, backgrounds, icons, motion.
Square modules with 25% corner radius, gaps of 1/6 of a module. Lilac on Ink Violet, or Ink Violet on Mist.
Move one module up and to the right by about half its size and rotate it 4–6°. It turns Signal. Leave a dashed outline where it was.
Three rounded lines behind the module, in Signal, of different lengths. Never more than three lines, never on more than one module.
Icons
Four brand icons tell the product story; Material Symbols (rounded, weight 500) cover everything functional in banners, the landing page and the configurator. Ink Violet, with Signal only for the moving part.
Material Symbols by Google, open source (Apache 2.0)
Photography
Campaign photography shows the moment life changes shape — not the finished showroom. Boxes still in the hallway, a new seat clicked on, a kids' drawing on the shelf. These illustrations brief the photographer on scenes and colour.
Light: daylight, from the side. No flash, no harsh shadows.
Viewpoint: eye level, a 35 mm feel. Show the room, not just the product.
Colour: at least one campaign colour in every shot — a Lilac sofa, an Ink Violet wall, a Signal cushion.
People: busy with something, not posing. Faces may be out of frame.
Space: leave a calm area of at least 30% of the frame for copy.
What this means: Something is happening — a move, a new seat — but it never feels hectic.
What this means: Daylight from the side. No flash, no harsh shadows.
What this means: Real homes with real clutter: boxes, drawings, a mug on the floor.
What this means: At least one campaign colour in every shot; no colour grading.
What this means: Show the room and the change; details only for materials.
05Chapter
Grids, margins, copy zones and key visual formats.
Layout & formats
Every campaign layout uses the same logic: copy top left, furniture bottom right on the Mist floor, the lockup or wordmark in the bottom band. Pick a format to see its grid, and switch on the overlay to see it on a real post.
Bottom band = 20% of the width, for wordmark and button.
Key visuals
The key visual is always the same scene: two Lilac modules on a Mist floor, one Signal module sliding out. The dashed zone is reserved for copy and the lockup — never move furniture into it.
Billboards, email headers, LinkedIn, web heroes. Copy zone: left 45%. Furniture: right half, standing on the bottom 14%.
Stories, Reels, TikTok, digital out-of-home. Keep the top 250 px and bottom 340 px free of copy — the app covers them.
Feed posts, display, marketplace listings. Copy zone: top 40%. Lockup or wordmark in the Mist band at the bottom.
06Chapter
Specs and guidance for social, out-of-home, email, banners, in-store and partners.
Channels
One idea, many formats. Each channel below has its specs, a worked example and the rules that matter most. Every format ends on the same thing: the lockup and one clear action.
Out-of-home — 35% of media budget. Launch weeks, big cities.
Social — 30%. Teaser to close; the only channel live in teaser week.
Display and online video — 15%. Retargeting towards the configurator.
In-store and partner retail — 15%. From launch weekend, peaks in the close phase.
Email and CRM — 5%. Four sends: launch, two stories, the offer.
Social
Social carries the teaser and the audience stories. Lead with the moment, not the product: the module should be moving in the first second.
1080 × 1350 px (4:5), or 1080 × 1080 px. Headline max. 6 words. Caption max. 125 characters before 'more'. One hashtag: #MadeToMove (EN) or #GemaaktOmTeBewegen (NL).
1080 × 1920 px (9:16), 6–15 seconds. The module moves within the first second. Safe zones: 250 px top, 340 px bottom. Sound on, but always subtitled.
1200 × 627 px or 1080 × 1080 px. For partners and the 'working from home' story. Slightly more facts: guarantee, materials, take-back scheme. Tag @Forma Studio in partner posts.
Out-of-home
Out-of-home is read in two seconds. One line, one sofa, one lockup — nothing else. Body copy and prices stay off the street.
6096 × 3048 mm, delivered at 1:10 with 10 mm bleed. Max. 7 words including the line. Viewing distance 30–50 m: headline at least 1/6 of the height.
1185 × 1750 mm, visible area 1160 × 1710 mm. Backlit: print on blueback or backlit paper. Keep copy 40 mm inside the visible area; the frame covers the edges.
1080 × 1920 px, 10 seconds, no sound. Three frames: the line (0–4 s), the module slides out (4–7 s), lockup and showroom city (7–10 s). MP4 (H.264) under 10 MB, or JPG per frame.
Four sends to the Forma list and partner lists: launch (6 Oct), two audience stories, and the 'Add a module' offer (17 Nov).
1200 × 600 px, shown at 600 px wide. Use the landscape layout with the line baked in; also set it as alt text. JPG under 200 KB.
Max. 45 characters, no capitals, no emoji in the subject. — Your home, ready for what's next — One more seat. Same sofa. — Add a module, save 15% (ends 30 Nov)
Max. 50 words, one story, one proof point. One Signal button with Night text; secondary links in Ink Violet, underlined. Preheader repeats the proof point, not the subject.
Email signature
Everyone at Forma and in the showrooms uses this signature from 29 September to 30 November. Fill in your details, check the preview and copy it into Outlook, Gmail or Apple Mail.
Web-safe Arial, Ink Violet accents and the Forma wordmark. Links stay text, so they work in every mail client.
Web banners
Banners tell the campaign in three frames: the line, the shift, the action. Static fallbacks always show frame 3.
Sizes: 300 × 250, 300 × 600, 160 × 600, 728 × 90, 970 × 250 and 320 × 50 (mobile).
Animation: 15 seconds max., three loops, then stop on frame 3. Frame 1 (0–3 s) the line; frame 2 (3–6 s) the module slides out; frame 3 the wordmark and the button.
Files: HTML5 under 150 KB initial load, plus a static JPG fallback under 60 KB.
Small formats: under 100 px high, drop the eyebrow and subline; the line goes on one row and the button becomes an arrow.
Clickable area: the whole banner, with a 1 px Night border on white sites.
Landing page
All banners, posts and QR codes lead to forma.example/made-to-move (NL: /gemaakt-om-te-bewegen). The page repeats the key visual one-to-one, so the click feels like the same story — then shows the modules and the configurator.
In-store
In the showroom, the campaign becomes something you can do: sit, click a module off, click it on somewhere else. Materials invite people to try.
A1 poster (594 × 841 mm) with a QR code to the configurator, 3 mm bleed. A6 shelf talkers per module with name, size and price. Hanging sign: 1000 × 400 mm, double-sided.
Window decal: the Signal module at 600 × 600 mm, with three trail lines, cut vinyl. Floor stickers: dashed module outlines in Lilac (500 × 500 mm) where a module 'used to be'.
— 'Want to try? Click this seat off.' — Every module fits through a 70 cm door. — Start small; add a module whenever life changes. — 10-year guarantee on every frame.
Showrooms and partner stores hand out this card from 28 September and send it with every order. Front: the campaign; back: the three showrooms, opening hours and a QR code to sign up. Printed on 400 g uncoated board, 85 × 55 mm.
Partners
Around 40 partner stores in the Netherlands and Flanders sell the collection. They get the full kit, with room for their own name and details.
07Chapter
Every campaign file, print orders, version and who to contact.
Assets & contact
Everything on this page is approved for use by partners and agencies until 31 December 2026. Need a format that isn't here? Ask Daan in Studio Forma — we'd rather make it than have it improvised.
These are preview files (SVG). Print-ready PDFs, open design files and animated banners are on the partner portal; ask Lotte for access.
Don't edit the files beyond what the templates allow — see 'What you can change' under Channels.
Using an asset after 31 December 2026? Check with us first; offers and prices will have changed.
Order
Showrooms and partner stores order campaign print here until 25 September. Studio Forma checks every request and confirms within two working days.
Free for partner stores. Delivery in the week of 28 September.
Handled by Studio Forma
With QR code to the configurator. In packs of 5.
85 × 55 mm, 400 g board. Per 250.
Feed post and story, with your logo in the bottom band.
Version 2.0 · 24 September 2026 · owner: Lotte Vermeulen, Brand & Marketing. Next review after the campaign, in December 2026. Changes since 1.0: logo print files, live contrast checks, the layout grids and the launch invitation.
Questions?
One team runs the campaign. Can't find something in this playbook? Mail the person who fits your question; for anything urgent on launch day, copy all three.
Ask about: planning, approvals, partner co-branding, offers and budgets
Ask about: key visuals, layouts, new formats and design checks
Ask about: social scheduling, paid media, banners, email and tracking links (UTMs)
